Special Delivery -- a Shaw truck displays the company's new logo.

Shaw Industries has established a new corporate identity and brand unity after almost two years of combined research and creative development. The new look includes a redesign of the company's logo and integration of the new trademark throughout Shaw brands.

Monigle Associates of Denver, Colo., a major corporate identity and brand management firm, was hired to study and propose a corporate identity strategy and create the initial graphic treatment. The main objective of the project was to create a unified identity that would encompass all divisions and products, and could also serve as a foundation for future products in addition to marketing, promotional and advertising initiatives.